Netflix kicked off its upfront in New York by leaning hard on celebrity chemistry, live-wire comedy and a simple message to advertisers: get closer.
At Sunset Pier 94 Studios, the streamer built its presentation around that theme and brought out Jennifer Lopez and Brett Goldstein to introduce a clip from their upcoming Netflix romantic comedy, reports indicate. The pairing gave the event an immediate jolt. Netflix did not just talk about future programming; it staged a preview built around recognizable faces and easy rapport, the kind of moment designed to make buyers feel the platform can still command attention in a crowded market.
Netflix framed its pitch around closeness, then used familiar stars to make that idea feel immediate and marketable.
The show did not stay polished for long. Pete Davidson reportedly went off-prompter, adding an unpredictable edge to a presentation that otherwise followed a tightly managed brand message. Will Forte also entered the mix with an off-key rendition of “Golden,” giving the event a self-aware looseness that entertainment companies increasingly use to keep corporate showcases from feeling sterile. The tone suggested Netflix wants advertisers to see not just scale, but cultural fluency.
Key Facts
- Netflix centered its upfront presentation on the theme “Get Closer.”
- The event took place at Sunset Pier 94 Studios in New York.
- Jennifer Lopez and Brett Goldstein appeared to share a clip from an upcoming Netflix romantic comedy.
- Pete Davidson and Will Forte added unscripted and musical moments to the presentation.
The strategy matters because upfronts now serve as more than routine ad-sales events. Streamers use them to prove they can offer both premium programming and the kind of moments that break through online chatter the next day. Netflix, which built its business by avoiding the old television playbook, now looks increasingly willing to master that playbook on its own terms. A star-heavy stage show helps send that signal fast.
What comes next matters even more than the applause in the room. Netflix now needs to convert the energy of the presentation into advertiser confidence and sustained interest in the titles it teased. If the company can keep tying its ad ambitions to widely recognizable talent and event-style programming, it strengthens its case that streaming’s biggest players no longer just distribute hits — they also know how to sell them.